International Luxury Brand Strategy - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook International Luxury Brand Strategy write by Pierre Xiao Lu. This book was released on 2021-11-21. International Luxury Brand Strategy available in PDF, EPUB and Kindle. This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.
The Luxury Strategy
The Luxury Strategy - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Luxury Strategy write by Jean-Noël Kapferer. This book was released on 2012-09-03. The Luxury Strategy available in PDF, EPUB and Kindle. Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Luxury Brand Management
Luxury Brand Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Luxury Brand Management write by Michel Chevalier. This book was released on 2012-05-18. Luxury Brand Management available in PDF, EPUB and Kindle. The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.
Global Marketing Strategies for the Promotion of Luxury Goods
Global Marketing Strategies for the Promotion of Luxury Goods - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Marketing Strategies for the Promotion of Luxury Goods write by Mosca, Fabrizio. This book was released on 2016-03-31. Global Marketing Strategies for the Promotion of Luxury Goods available in PDF, EPUB and Kindle. Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.
Developing Successful Global Strategies for Marketing Luxury Brands
Developing Successful Global Strategies for Marketing Luxury Brands - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Developing Successful Global Strategies for Marketing Luxury Brands write by Fabrizio Mosca. This book was released on 2021. Developing Successful Global Strategies for Marketing Luxury Brands available in PDF, EPUB and Kindle. This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumers' behavior, integration between physical and online channels, and the development of social media marketing strategies
